Registry

Module Specifications

Current Academic Year 2012 - 2013
Please note that this information is subject to change.

Module Title	Media Innovation and Enterprise
Module Code	CM565
School	School of Communications
Online Module Resources
Module Co-ordinator	Semester 1: Paschal Preston Semester 2: Paschal Preston Autumn: Paschal Preston
NFQ level	8	Credit Rating	5
Pre-requisite	None
Co-requisite	None
Compatibles	None
Incompatibles	None

Description

The overall aim of this program is to provide students with an overview of innovation, enterprise and digital marketing concepts so that they as 'entrepreneurs' or as providers of multimedia services for corporate customers understand the critical issues involved in media and marketing from both a customer and organisational perspective. An understanding of innovation, entrepreneuship and marketing is an essential skill for todays media professionals who increasingly work at the interface between media content design and the demands of organisations, large and small to utlisie both digital and traditional media for marketing, promotional, advertising and communications purposes.

Learning Outcomes

1. Describe the main theories and concepts associated with entrepreneurship and intrapreneurship
2. Analyse the major trends in entrepreneurial activity and new firm creation in the the media and technology sectors
3. Discuss basic marketing concepts and principles and their relevance to small media business start-up companies
4. Identify the key elements of successful marketing strategies in media and technology industries
5. Evaluate the role of digital media content in the wake of new maket developments
6. Prepare a business plan for a media start-up company

Workload	Full-time hours per semester
*Type*	*Hours*	*Description*
Lecture	22	Lecture/Seminar to cover core course areas including entrepreneurship, innovation, digital marketing and the role of media content production in new market developments
Independent learning time	55	Time required for studying theory and work of key contributors in the field
Assignment	50	Research and writing up of case study and end of module assignment
Total Workload: 127

All module information is indicative and subject to change. For further information,students are advised to refer to the University's Marks and Standards and Programme Specific Regulations at: http://www.dcu.ie/registry/examinations/index.shtml

Indicative Content and Learning Activities

Introduction to Media, Innovation and Enterprise.
Entrepreneurship and Intrapreneurship in media and technolgy industries; The role of innovation in media and technology industries;marketing models in the digital age; structuring and writing a business plan for a media company start-up; legal and finacial aspects of business start-up; developing successful marketing strategies for media businesses; people management in media companies.

Assessment Breakdown
Continuous Assessment	100%	Examination Weight	0%

Course Work Breakdown
Type	Description	% of total	Assessment Date
Other	Case Study of Media/Multimedia or high technology Entrepreneuer	50%	Week 8
Essay	End of module essay assignment on a relevant course topic	50%	Week 8

Reassessment Requirement
Resit arrangements are explained by the following categories; 1 = A resit is available for all components of the module 2 = No resit is available for 100% continuous assessment module 3 = No resit is available for the continuous assessment component
This module is category 1

Indicative Reading List

Thomas M. Cooney: 2008, A mapping of entrepreneurship and innovation policy in Ireland,
Bricman, Amanda: 2008, Gender and entrepreneurship: a multilevel theory and analysis,
Bridge, Simon: 2009, Understanding enterprise: entrepreneurship and small business,
Deakins David & Freel Mark: 2009, Enterpreneurship and small firms,
Oak Tree Press: 2005, The small business guide to the internet,
Drucker: 1995, Innovation and Entrepreneurship,
Lindstrom, M.: 2002, Clicks, Bricks and Brands, Kogan Page,
Modhall M: 2002, Now or Never; How companies must change today to win the battle for internet consumers, Texere Publishing Ltd.,
Anderson F.: 2000, Brand Building on the Internet, Kogan Page,
Jones, Marian V.: 2009, Internationalisation, entrepreneurship and small business,
Brody, Sweeney: 2005, Making bread: the real way to start up and stay up in business,